Anya Hindmarch reflects on the tote that put eco fashion on the map

Once upon a time (last year), Brit designer Anya Hindmarch caused a bit of a stir with her canvas I AM NOT A PLASTIC BAG tote. When it debuted across London in Sainsbury's grocery stores, 80,000 people stood in line—in the rain. Soon after, when Hindmarch took the bag to a mall in Hong Kong, a stampede ensued and police had to close down the shopping center. In Taiwan, 30 people were hospitalized with minor injuries. "I've been gob-smacked by this experience," says the designer, whose favorite story is the one about a woman who was mugged while pushing a stroller in London. The thief made off with her $15 Hindmarch tote and left behind an expensive It Bag. The reusable carryalls have been sold around the world—quite an achievement, considering the U.S. alone goes through 100 billion plastic shopping bags a year. At the moment, Hindmarch doesn't have any plans to build on her sustainability success, but that's just fine, considering she'll forever be the reigning queen of the eco fashion conquest.